Watch the 5 minute spot!
This 30-minute infomercial was produced in March 2020, at the height of remote work restrictions, requiring our team to direct the California-based production crew entirely via live stream. Despite the challenges of distance, we maintained a seamless collaboration, guiding the shoot in real time and ensuring every scene aligned with our creative vision.
As Art Director—working closely with my Creative Director, Bill—I helped shape the visual and narrative tone of the commercial, with the goal of creating an engaging, informative TV spot that clearly demonstrated the product’s value. In addition to art direction for the broadcast elements, I also led the product’s broader brand development, including scriptwriting, digital presence, social content strategy, and overall marketing direction.
The commercial featured two on-camera hosts who demonstrated the product through authentic, on-set cleaning tests while introducing additional segments showcasing real user testimonials. Filmed from dawn to dusk, the shoot captured a robust library of footage that was later edited into a suite of deliverables: a 30-minute anchor infomercial, as well as 5-minute, 3-minute, :120, :60, and :30 cut-downs.
The initial edits were completed by the production company, but after reviewing performance data from the first release, we brought the second round of editing in-house. I partnered closely with our multimedia designer to refine pacing, transitions, and storytelling, ensuring each version of the spot was optimized for viewer engagement and conversion.
The campaign supported the Sun Joe® SPX3000 Xtream—now the #1 best-selling electric pressure washer across Amazon, Walmart, and the company’s DTC platform—and continues to relaunch each spring with strong performance.
Alongside directing the commercial and its variations, I also managed the product’s integrated marketing rollout, including paid media campaigns, a social media takeover, and a dedicated e-commerce landing page. Together, these efforts created a cohesive, high-impact launch that reinforced the product’s category leadership and long-term success.
